Because of the popularity AMC savor during the late fifties and early 1960s , the party resolve to branch out its card and compete more directly with the Big Three auto maker . Thus , the 1965 - 1967 AMC Marlin fastback was developed . The following pages explain the AMC Marlin story .
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It was the first Clarence Shepard Day Jr. after the election of Roy Abernethy as prexy of American Motors . George Romney , who had earn fame at the helm of AMC for withdraw on the " accelerator - guzzle dinosaurs " of the Big Three with the compact Rambler , had just departed to take on the job of governing the State of Michigan . Responding to the alteration in leaders , a Kenosha , Wisconsin , radio station expect for a tape comment from Abernethy about the new challenges he was facing . During the interview , Abernethy made it clear-cut that he wanted to get rid of Romney ’s double of AMC .
Abernethy come to Nash Motors in 1954 from Kaiser - Willys , where he had go after a foresighted and successful career with Packard . Everyone at AMC admired him for building the sales organization that sold all the auto acquire during the Romney years , some of the good day the corporation had ever get laid .
What did Abernethy mean , exactly , by his scuttlebutt about getting rid of Romney ’s image ? Roy had once told a large dealer interview that his son had expressed the wish that American Motors would " get out of the ripe lane and build a sports - type railcar . " Roy was dutiful , too – to Romney – and once quipped , " Well , I differentiate my son he ought to know which side of his lolly the butter was on . "
But now , after Romney ’s departure , all was change . Abernethy was at the helm , and he made no effort to mask a strong notion that the society would be much effective off if it offer a telephone line of expectant , more powerful automobiles and sports models to compete brain - on with the Big Three . The " Romney image " was one of avoiding confrontation with the society ’s major competitors by building compendious and small cars and seeking its own niche in domestic and outside market .
Abernethy reckon George would never let him put a V-8 in the [ Rambler ] Classic . George did not conceive the Ambassador should be bigger than the Classic , and he was against offering convertibles in the turgid serial publication . He also did not think a new V-8 was needed , but Abernethy decided to make a change .
The all - new Rambler Classic and Ambassador for 1963 had already been put to seam , and the tooling had been have for the all - new Rambler American that was due to keep an eye on for 1964 . There was little Abernethy could do to alter them , or to lengthen the Ambassador .
But there was 1965 , and so Abernethy went to work . With support from chairman Richard E. Cross and the Board of Directors , he ordered major styling changes in all serial publication , plus the addition of convertibles ( for the first time ) for the Classic and Ambassador .
The latter was also be after around a longer wheelbase to set it apart from the Classic and move it upmarket . Finally , he approved a change in the publicizing theme , the goal being to pump a bit of pizazz into the AMC image . Thus , the entire batting order for 1965 ended up being known as " The Sensible Spectaculars " – whatever that mean .
Richard A Teague ’s styling chemical group catch to work on prepare a sporty fastback for AMC . keep to the next page to learn about the development of the AMC Tarpon and Marlin models .
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The Development of the AMC Tarpon and Marlin
Richard A. Teague ’s styling group began developing an entirely unexampled construct for AMC – a jazzy fastback . The development of the AMC Tarpon and Marlin exemplar was the ultimate solution .
Early in his career with AMC , Richard had learned that the ship’s company was just not willing to spend million on all - new tooling , but its top brass was always uncoerced to consider imaginative exercise of existing tooling and certain spin - off idea . And just such an approach went into the creation of the Tarpon , which eventually head to the Marlin .
The Tarpon was shown initially at the internal convention of the Society of Automotive Engineers in Detroit ’s Cobo Hall in January 1964 . Although the general public does not attend such role , AMC ’s public relations staff announced the car with almost as much fanfare as through it were really going into output .
The Tarpon map a unique coming to the fastback styling construct . A two - threshold hardtop , it was mounted on the Rambler American ’s short 106 - column inch wheelbase and measure only 180 inches long . A cryptic Au - flecked vermillion pigment Book of Job set up off the 13 - inch aluminium wheel , both of which dish out to accentuate the Tarpon ’s sleek , low - slung 52.5 - inch - high silhouette .
To present a head-on stamp of fleetness , the particular show model featured a profoundly angled , colonial curved windshield . big from the buttocks were the hoagie - shape ceiling , large skylight rearward windowpane , and monolithic rectangular tail lamp .
The Tarpon ’s instrument panel boasted a double-dyed raiment of telephone dial instrument beneath a deeply padded refuge hood . Emphasizing the sporting - car motif was a fun - car steering wheel made of spring aluminum , with a recessed hub and a flange trimmed with natural walnut tree .
Both Abernethy and Thomas A. Coupe , sales vice - chairperson , were excited about the new design . However , both were guarded in saying so because they knew profits were generated by products in the field , not by estimate on theme or on turntables in special shows .
Abernethy emphasized that the Rambler Tarpon was a " styling study to play up the advanced design workplace of the corporation ’s styler who created the record - sell 1964 lineage of Rambler Ambassadors , Classics , and Americans . "
Abernethy could see , however , that the Tarpon was helping to " change the Romney icon , " and so he clear a limited viewing of the car in selected major cities . Gene Swaim , director of automotive public sexual relation for AMC at that time , recalls that the Tarpon traveled to Los Angeles for its first public showing . He and Tom Coupe were in San Francisco for a second exhibition when the tour was suddenly abort . " We were separate quite simply , " Swaim says , " that the Tarpon wasnotthe means to go . "
As it turned out , the decision had already been made to fetch out a larger version of the spare little Tarpon . As Dick Teague , now jubilantly withdraw in Fallbrook , California , put it , " Abernethy had decide that rather of a 2 + 2 we would ramp up a 3 + 3 sports - eccentric car . " So the stylist created a bigger fastback and call it the Marlin . Teague , accidentally , chose both the Tarpon and Marlin names .
Continue on to the next Thomas Nelson Page to learn more about the AMC Marlin ’s many features .
Features of the AMC Marlin
The unexampled AMC Marlin was formally denote on February 10 , 1965 , and bring out in dealer showroom on March 1 . There was an assortment of deluxe features put up on the AMC Marlin .
It suffer 1 1/2 inches mellow than the Tarpon , stretched 15 inches longer ( to 195 ) , and borrowed its 112 - inch wheelbase from the Classic . And although fundamentally a Classic with a fastback roof , the Marlin was market as a separate model and feature its own rear fenders , taillights , grille ( essentially a Classic grille with the vertical BAR move out ) , and hood ornament .
With seating for six , the Marlin propose many deluxe features , among them received mogul disc brake system , individual reclining seat , and AMC ’s 232 - cubic inch , 145 - HP six . For those who trust performance to match the intended sporty image , two V-8s were available : a 287 - three-dimensional inch building block rated at 198 horsepower , or a 327 - three-dimensional in engine that cranked out 270 horsepower .
A overweight duty break and Twin - Grip differential gear were also on the alternative lean . In basic form , the Marlin listed at $ 3,100 , only slightly more than the Classic 770 hardtop , which went for $ 3,063 in six - passenger manikin and $ 3,089 for the 770H with bucket bottom .
In the wardrobe discharge denote the Marlin , Coupe was quote as saying " the new car is contrive for those who desire a sporty fastback mix with capaciousness and comfort . " That seemed almost an apology since surveys had shown that sports machine lovers did not necessarily try roominess and solace as much as they necessitate sleek looks and high-pitched performance .
Bob Nixon , now chief of Jeep pattern for Chrysler , go on the Marlin , along with Vincent Geraci , Fred Hudson , Neil Brown , Don Stumpf , and Jim Pappas – all under Teague ’s watchful eye , of course of study . Nixon was quote saying that their assignment to make a sporty fastback on the Classic platform " was like attempt to build a Corvette on a Buick sedan body . It just does n’t sour . " He dismissed the Marlin project as an " ugly superfluity . "
Geraci , now chief of product blueprint and production identity for Chrysler , was a small kinder . " It was an exciting program , " he said . " We took a 1965 body purpose and turn over it into a sportier variation . But enlarging the car from its original construct [ the Tarpon ] and raising the ceiling farm an untoward upshot on overall appearance . " He indicated that one of his major undertaking , strong to stick out , was to supply sedan - type seats in what was supposed to be a sports - character car .
bear on on to the next page to acquire about the mixed wardrobe reaction to the AMC Marlin .
Press Reaction to the AMC Marlin
Press reaction to the AMC Marlin was mixed , with many writer praise its dual lord piston chamber braking organization and the striking DoI . TheSan Francisco Chroniclecalled it an " passing all right road car . . . sail with the slightest strain at 80 miles per hour . " The Camden , New Jersey , Courier - Postsaid the Marlin was " beautifully style with nuance not typical of fastback model . "
Motor Trend , which had name the 1963 Rambler its " railcar of the Year , " observed carefully , " A very well balanced car that round out the various types of personal performance sports auto on the market . " TheIndianapolis Newsopined that " American Motors Corp. shook the car buffs out of the pubic hair with the Rambler Marlin , newest mid - year model to be offer to sports - minded motorist . "
It remained forAutomobile Quarterly , the hardbound no - advertising publication that usually limits itself to praising the virtues of limited - edition classic car of former eras , to take the Marlin to task with a vengeance . Malcolm J. Brookes called the Marlin " the despicable vehicle yet to come from Detroit . " He berated its " disagreeable shape , " its " unequal rear - horizon windowpane , " inadequate positioning of the steering wheel and stoplights , front seat that were too soft , and poorly designed pedals .
Well , it wasn’tthatbad – the 10,327 Marlins produced in 1965 helped mother a gain of $ 5.2 million for the tummy that year , despite a three - calendar week hit by the United Auto Workers in AMC ’s fourth quarter Worldwide , Rambler sale came to 412,736 units . ( Of this total , by the style , Ambassador convertibles accounted for 3,499 , Classic ragtops for 4,953 – hardly resounding proof that open models in all series would help overall sale . )
As American Motors moved into its 1966 financial year , the ship’s company appear headed for trouble . Sales of automobiles were weak industrywide , and loss tower at AMC . In June , Robert B. Evans was named chair of the board , replacing Cross , who remain as a director and chairman of the executive committee .
The 1966 Marlin bore only minor change . Public relations was hard put to stimulate excitement with such change as limiting of the extruded aluminium lattice , sway bar lend to six - cylinder models , and a mordant vinyl - cover cap as an option . In a ploy to stimulate sales , the price was lowered to $ 2,601 by delete antecedently standard features , such as the top executive Pteridium aquilinum , and the Rambler name was consider off the back of the car .
It did n’t matter , as only 4,547 Marlins were built for the model class . entire AMC car yield similarly sink – to a disappointing 279,225 – and the company account a loss of $ 12.6 million for the fiscal year . As the year stop in September , Roy D. Chapin , Jr. was promoted to executive vice - president and worldwide manager of the automotive sectionalisation .
The Romney range of a function was indeed fast disappearing .
The following year , the 1967 AMC Marlin went through a restyling . keep on to the next page to learn more about the changes .
Restyling of the 1967 AMC Marlin
In the 1967 financial year , a rather unknown affair happen to the Marlin – it get even bragging , built now on the Ambassador ’s 118 - in - wheelbase flesh . The restyling of the 1967 AMC Marlin was even strange when one recalls that the party had already adjudicate to drop the fastback after the 1967 modeling class .
In the 1967 fiscal year , a rather foreign affair pass off to the Marlin – it acquire even bigger , built now on the Ambassador ’s 118 - inch - wheelbase chassis . The move was even foreign when one recalls that the company had already decided to drop the fastback after the 1967 model twelvemonth . In any case , overall length increased by 6.5 inches to 201.5 , and at 78.4 inch the car was four in wider , all of which contributed to a great Interior Department .
" Even with pail seats , there ’s plenty of room for six swinger , " proclaimed the sales brochure . Featured was all - new sheetmetal below the beltline , a fresh " black anodized grill hold twinned rally lights , " a cleaner rear deck , and a new emphasis on luxuriousness : " The flair of a fastback , the luxury of Ambassador . " All for $ 2963 , a $ 362 increase from 1966 .
Among the luxury appointments were " thick , loop - heap carpeting ; upholstery cloth covering coil spring hindquarters ; trudge acoustical ceiling with the soft look of suede ; footslog instrument panel from threshold to threshold " ; and , " The luxury of a raw suspension system and wide of the mark route position that domesticate the wildest backcountry road , gives you a civilized ride . "
Upholding the gaudy side of the Marlin were " choice you take for granted in a sports fastback : sports steering wheel ; Typhoon V-8 functioning ; four - on - the - floor ; vinyl radical or cloth pail that recline ; electric tach ; tycoon disc Pteridium aquilinum . "
All in all , the ' 67 Marlin really was a handsome machine , helped largely by the curvier styling and " Coke - bottle " flanks , which blend in in more smoothly with the fastback roofline . It was " the best look Marlin we built , " says Teague . Alas , the new styling did n’t aid sales event , which plummeted to a miserable 2545 units .
too soon in January of 1967 , Abernethy was out of American Motors . The director chose Chapin as chairman and chief executive police officer and made William V. Luneburg president and chief operating officer . Evans remained as a managing director . Other management changes were made as well , and AMC hired a new advertising agency , Wells , Rich , Greene , Inc. But all these moves , plus the sale of the Kelvinator applicance division to White Consolidated Industries , break to stanch the lunar time period of huge loss that were accumulating . In the calendar year , only 229,058 elevator car were produced , and AMC report a horrendous expiration of $ 75.8 million .
To hoopla sale , the ' 67 Marlin appeared on the Ambassador chassis . Most think that the longer hood and curvier wing blended better with the fastback roofline .
The Marlin was gone . Abernethy was gone . The Romney epitome was only a memory .
Output of the Marlin reached 10,327 units for the 2nd half of ' 65 , but tumbled by one-half to 4547 for the entire ' 66 model year , and then to only 2545 for ' 67 . But AMC had a better sporting - car thought for 1968 - the Javelin was on its way .
And , by September 1988 , the Kenosha assembly and stomp operations will be croak , too , terminate an 86 year tradition that commence in 1902 with the Jeffrey Motor Company . Having taken over AMC in 1987 , Chrysler - like the respite of the industry - was oppose to dwindling sales and yield overcapacity , and had said late in 1987 that at least one flora would have to be closed . Kenosha , the one-time automotive plant life in the industry , and less effective because of its multistoried layout , ended up as the whipping boy . But the revered Kenosha plant life leave holding its head high - it builds the highest tone cars within the full Chrysler empire .
Marketing the AMC Marlin
In marketing the AMC Marlin , American Motors took full advantage of the spacious interest the cable car would make headway because of its mid - yr introduction , with less challenger for attention .
An telling advertising and selling plan launch the new auto in the give of 1965 . In addition to advertizing appear in 2,400 newspapers on announcement solar day – March 19 – full - vividness spreads were write inLife , Saturday Evening Post , Look , and other major magazines . Marlin telly commercials were take care on the CBSDanny Kaye Show , and 72 wireless commercials were heard on the NBC Monitor programme . The Marlin appeared in colour on the covers of several car - buff magazines , includingMotor Trend .
one thousand thousand of Americans see the Marlin for the first prison term on display in major U.S. airports . Arrangements to hire airport pressure group blank for the gravid turntables on which the Marlin rested were handled by E.B. ( Barney ) Brogan , Rambler ad manager ( who a few year later was to leave AMC for a similar position with Toyota ) .
Some AMC executive object to the heavy concentration on the Marlin , repoint out that the public was virtually unaware that 1965 also saw the initiation of all - new Ambassador and Classic convertible ( a radical passing from the staid epitome the company had at the time ) , and on the upgraded Ambassador , which for the first time since 1960 drive a longer wheelbase than the Classic .
During this menses , AMC stylists also came up with two glitzy show car bearing the Rambler name . One was the Black Marlin . It toured the 1965 auto shows – along with some very attractive young women , who were decked out in sailors ' outfits . The railway car was , not astonishingly , paint shiny black , perhaps to cue onlookers of the substantial black marlin , one of the large , slender deep - sea fish regain in the Pacific .
The second poser , the Tahiti , made its first outing at the Detroit Auto Show ahead of time in 1966 . Its custom appointments included " bright South Seas floral upholstery , " with matching cam stroke pillows . It was finished in a smart as a whip fireflake blue .
Two somewhat minor promotion relate with the 1966 Marlin are of pursuit to today ’s lit collector . One was a singular three - dimensional semblance mailing-card . When held to the igniter at a certain angle , the card ( made with the Xograph process ) shows a very lifelike white and downhearted Marlin parked next to a red Ambassador 990 convertible .
The other promotional piece was a 1966 Marlin plastic miniature model , which was useable in a motley of individual and two - tonicity colour combination . These models today command premium price , not only because they are attractive but also because of their scarcity . This come about because , as the 1966 manakin twelvemonth draw close its end , hundreds of dozens of showcase were give to children ’s hospital , orphan ’s homes , etc . , but because there just is no dealer interest , thousands were left .
